TITLE:
Consumption: From Commercial Transactions to the Ritualistic Circulation of Meanings
AUTHORS:
Clotilde Perez
KEYWORDS:
Consumption, Consumption Rituals, Circulation of Meanings, Anthroposemiotics
JOURNAL NAME:
Open Journal of Business and Management,
Vol.11 No.6,
November
30,
2023
ABSTRACT: This article seeks to present the theoretical bases
and empirical evidence on the profitability of understanding consumption as a
ritual. From the anthropological foundations of the study of rituals, we
entered into the articulations with semiotics, in the constitution of an
anthroposemiotic approach, consisting of ethnographic research and semiotic
analysis of brands that enabled the understanding of consumption in its rituals
of search, purchase, possession, storage and
disposal: reuse, recycling and resignification. In addition to learning about the characteristics of constant
adaptation of consumption rituals, repetition, constancy, but also innovations,
they are consolidated as peculiar, in addition to expressing values, wants and
aspirations that streamline interpersonal and social relationships.